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If you run a local business and are looking for organic search traffic, you can't do much better than the Google Map Pack. It's essentially free publicity — Google highlights your business at the top of the search engine results page (SERP), alongside two of your local competitors.
Ranking in the Google Local Map Pack is highly competitive. It takes a targeted local search engine optimization (SEO) strategy and an up-to-date knowledge of how the Map Pack works.
What Is the Google Map Pack?
The Google Map Pack is a SERP feature that lists three local businesses in response to a commercial query. It appears at or near the top of the page for queries with direct or implied local intent, such as "accountants near me" or "Chinese takeout." It outranks all other features except paid ads and typically pushes other organic results below the fold, capturing the reader's attention.
Each listing includes key details, such as the business's name, location, open hours, and star rating. They appear next to an interactive map with pins for each company. Users can click on a pin or individual listing to view additional details, such as the business's phone number, address, and reviews.
The Importance of Search Visibility
The Map Pack has multiple benefits for local businesses, including:
- Warm leads: The Map Pack helps you rank in local search for queries with commercial intent, meaning users are choosing a product to purchase.
- Improved local SEO ranking: A Map Pack listing helps you drive traffic and leads for high-intent customers looking for products or services like yours.
- Higher credibility: Ranking in the Map Pack can boost your credibility and earn trust with potential customers.
- Prominence in mobile search: The Map Pack is visually engaging and dominates the SERP, making it easier for users to find and click on your listing.
Each of these benefits can lead to more website visits and phone calls. The key is to learn the local ranking factors that help you get into the Map Pack and optimize your presence for those factors.
How Map Pack Rankings Are Determined
Google chooses Maps Pack results based on three local ranking factors:
- Relevance: How closely your listing matches the search query
- Distance: How close the business is to the searcher
- Prominence: Number and quality of reputation signals, such as reviews, backlinks, and brand mentions
Your Google Business Profile (GBP) can also help boost your reputation and prominence. Multimedia content, including photos and reviews, tells Google's algorithms that your business is popular. The more recent reviews you have, the better your chances are for Map Pack visibility.
How To Appear in Map Pack Results
Even though you're learning how to rank in the Google Map Pack, you need to consider your entire online presence. Google takes its cues from all over the web, so you need to provide signals everywhere.
Optimize Your Google Business Profile (GBP)
The GBP is the profile that comes up when users click on your Map Pack listing or search for your brand by name. It features the key information a potential local customer would want, starting with what local SEO pros call NAP: name, address, and phone number. It also includes essential data such as your business hours, business category, price ranges, and website links.
To appear in the Google Map Pack, optimizing your Google Business Profile is essential. The first step is to claim and verify your business, which allows you to make changes and verify the accuracy of your information. Then navigate to your profile and enable Chat so customers can contact you directly.
The next step is ensuring that your profile is complete, with all essential fields filled in. If your business type has additional available fields, such as a menu feature for restaurants, use those features to their best advantage.
Don't skip over attributes, which are features that make your business special, such as outdoor seating, available Wi-Fi, or wheelchair accessibility. You can also mention diversity characteristics, such as whether your business is Black-owned or women-owned.
Next, optimize your description to include target local keywords. Be sure they sound natural and not forced.
Finally, don't be afraid to use the Map Pack as content marketing for local SEO. Add posts, frequently asked questions (FAQs), and photos to gain attention.
Build Local Citations and NAP Consistency
Unlike in traffic court, citations in SEO are a good thing. A citation is a mention of your NAP information on sites other than your website. You'll see them on various navigation sites and directories, including Yelp, Bing Places, and Apple Maps.
Industry directories are also valuable resources. Websites such as Martindale-Avvo for attorneys and Zocdoc for physicians can attract quality-conscious potential customers, while providing additional reputation signals for Google.
Google "[Your industry] + directory" to get ideas about where to list your business. Professional associations and local chambers of commerce may also host directory-style resources.
Regardless of where you list, be sure that your NAP citations are complete, accurate, and consistent. You can also use a standardized markup format called LocalBusiness structured data, which highlights NAP information, allowing Google to recognize it. This tool is worth learning to improve your local SEO strategy.
Encourage and Manage Local Reviews
Online reviews enhance local SEO and help establish trust with customers, who want to know what others think and how you respond to feedback. In fact, consumers are twice as likely to use a business if it responds to all reviews, compared to those that don't respond.
Earn Google's and customers' attention by regularly asking satisfied customers for reviews. Make sure your review requests align with company policy and professional ethics, and refrain from offering incentives. Rewarded reviews may violate Google policy.
Add Local Content and On-Site Signals
Google also scans your website for Map Pack signals. One valuable way to boost your discoverability is to create separate pages for each business location, then optimize each page for SEO.
Each local page should have consistent NAP details and LocalBusiness structured data. Conduct local keyword research and organically include those search terms where appropriate.
Link your local pages to your general service and About Us pages, then link from those pages back to your local pages. It also helps to include any local backlinks you might have, such as features in local newspapers or mentions of local events you've sponsored.
Track Performance and Continue Optimization
Map Pack optimization is an ongoing process. You need up-to-date data on your Google Search and Google Maps results to know whether your optimization is effective or would benefit from updates.
GBP Insights tells you how many users interacted with your profile. It also tells you whether they took any action, such as calling you or pulling up directions. It won't tell you if you ranked in Map Pack, but there might be signs, such as a dramatic increase in clicks on Maps.
To check your Map Pack ranking directly, run a sample search from your target location, using your focus keywords. Use private browsing mode and avoid using your business Wi-Fi.
Most importantly, include citations in your SEO report and update them as necessary. Specify holiday hours, add new locations, and address any other information that changes your NAP details. Make sure those changes are consistent across citations.
Boost Local Rankings With Compose.ly's SEO Services
Map Pack optimization can boost your reputation, name recognition, and even revenue, but it takes time and resources to do it right.
Compose.ly's professional SEO services can take tasks such as keyword research and SERP analysis off your plate, letting you focus on serving your customers and earning stellar reviews. Reach out today and let's discuss your goals.
